Brand valuation: a comparison of alternative models

F. Beccacece and E. Borgonovo

International Journal of Operational Research, 2009, vol. 6, issue 2, 247-266

Abstract: We propose a brand valuation model, which merges objectivity with robust underlying quantitative structure, thus sharing a direct financial interpretation and providing risk analysis insights. An empirical analysis allows us to compare both numerical results and financial insights derived by analysts from the utilisation of the Hirose Methodology, the Royalty Method and the proposed model.

Keywords: intangibles valuation; brand valuation; Hirose methodology; risk analysis; risk assessment; royalty method. (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijores:v:6:y:2009:i:2:p:247-266

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